Equativ has become the new ad server and primary supply-side platform for Titan OS, whose independent connected TV (CTV) operating system powers smart TVs that reach 30m European homes, including on Philips and soon JVC TVs.
Titan offers a unified ecosystem for content and advertising. One big win for advertisers — as emphasised by the two companies — is the ability to reach potential buyers at key decision-making moments on big screens by harnessing refined audience segments created via privacy-safe combinations of Titan’s first-party data and retailer data.
UK-based consumer electronics company Currys is the first retailer partnership in place. There are plans for more strategic retailer partnerships across Europe during 2025.
The Equative/Titan partnership provides access to premium media placements including in-stream visibility on more than 50 leading free ad-supported TV channels, such as CNN, Fifa+, Euronews, Bloomberg, Sony One and the Hearst Media portfolio. Titan also offers a selection of premium streaming channels on Sony’s Android TVs.
Moreover, advertisers can make use of full-screen homepage takeovers — an environment that is likely to become increasingly interesting to buyers, given its potential to help boost reach in an entertainment-focused, brand-safe environment outside programming itself.
Shoppable ad formats are launching this year. These will combine retail data and Equativ adtech — with obvious potential to help drive consumers through the brand-to-conversion funnel.
Equativ and Titan are promising advanced targeting capabilities via audience viewing insights, as well as the use of retail data. Automatic content recognition can identify content consumption, ad views on local apps as well as the use of peripherals like game consoles. Machine learning and AI models can be used to create precise audience segments.
Teiffyon Parry, chief strategy officer at Equativ, said fast-growing CTV, combined with first-party retail data, “creates an unmatched opportunity for brands to connect with targeted consumers at the right moment”.
“Our new partnership with Titan OS allows us to offer media buyers premium inventory and exclusive retail data, maximising the effectiveness of their CTV campaigns, following the marketing funnel,” Parry added.
“After the alliance with Deutsche Telekom last year, this new partnership represents a significant stride in evolving our programmatic TV advertising services across Europe and continued expansion into the U.S.”
Joe Evea, senior vice-president, advertising and retail media, at Titan, said the partnership unlocks opportunities at the intersection of retail media and CTV.
“It will allow us to support retailers to increase their retail media revenues, giving them access to CTV inventory across 30m households,” he continued. “Retailers’ first-party data becomes key to improving targeting capabilities and this partnership with Equativ will give us access to unique shoppable ad formats to drive conversion on CTV.”
